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Black Friday paid ads is usually the marketing equivalent of a sprint finish: a make-or-break weekend where brands throw everything into their paid ads budget. But our data tells a different story: the best-performing brands are no longer chasing spikes during superspender weekends. They’re investing consistently throughout the year, building momentum, and seeing stronger ROAS all year round.

At Bidnamic, we’re seeing e-commerce brands shifting ad budgets away from frantic seasonal bursts and towards continuous, all year round data-driven strategies to get the most revenue out of their paid ads. 

It’s not only about spending less on ads. It’s about spending smarter!

The End of the Black Friday Paid Ads Frenzy

Black Friday usually means soaring CPCs, dashboards flashing red, and competition like never before. But that has changed over the last couple of years.

Consumers have changed their shopping behaviour. People now research their purchases earlier, buy later, and shop more intentionally for what they want. Meanwhile, Google’s own paid ad systems — from Performance Max to Shopping campaigns — reward advertisers who maintain consistent activity rather than jump on the opportunity of Black Friday.

Bidnamic data shows that advertisers maintaining steady budgets year-round achieved 272% higher ROAS and 71% lower CPC during Black Friday compared to those that only increased spend seasonally.

 

The takeaway? If your products only show up in November, your brand is already behind.

Paid Ad Campaigns are Built for the Long Game - not for a weekend

Many advertisers still treat Black Friday campaigns as a one-off sprint — activate in November, shut off in December. That approach misses how Google’s Ads actually work.

Machine learning systems like Google’s Smart Bidding and Bidnamic’s own platform thrive on consistent, high-quality data. When campaigns pause and restart, that learning resets. Brands that maintain continuous activity give us more data to optimise your campaigns with and that translates into better predictions, stronger performance, and in turn, more efficient ad spend.

Campaigns like Performance Max and Google Shopping also thrives on momentum. The more data they have, from audience signals to creative testing, the better it performs. Interrupting that learning phase right before a peak event means paying more money for less clicks.

At Bidnamic, we treat your campaigns and ad spend as a compounding system over the course of the year, without a seasonal peak over Black Friday and Christmas. By running data-led, always-on ad campaigns, our clients enter high-competition periods already optimised and not scrambling to catch up.

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The Real ROI of All Year Ad Campaigns

Consistency in ad spend over a longer period delivers measurable benefits:

  • Lower CPCs: Continuous ad activity maintains strong Quality Scores and stable bidding histories.

  • Better conversion data: Always-on ads feed richer signals into Google’s AI, improving accuracy and reducing wasted spend.

  • Smoother revenue curves: Predictable visibility drives sustainable growth — not chaotic peaks and troughs.

This approach isn’t just efficient, it’s future-proof.

The Bidnamic View: Smarter spending all year around, Not Seasonally

At Bidnamic, we don’t believe in one-click fixes or “set-and-forget” automation. We believe in collaboration AI technology paired with human expertise from our wonderful team.

The smartest advertisers are already moving beyond seasonal peaks. They’re using AI insights and human strategy to sustain growth, improve efficiency, and future-proof their performance.

Because the future of paid ads isn’t seasonal.
 It’s sustainable.
 It’s smart.

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